This is a Twitter case study of how a generic hashtag like #18ThingsIWant was launched on the occasion of author Chetan Bhagat’s latest release ‘What Young India Wants’ and how it created an instant connect to become a top trend within no time.
To mark author Chetan Bhagat’s latest book release ‘What Young India Wants’, the digital agency, MindShift Interactive was employed to activate a Twitter campaign ‘#18ThingsIWant’ for Homeshope18.com. The hashtag ‘#18ThingsIWant’, that started on the 8th of August invited twitteraties to share 18 things they want in life. And 10 people would win autographed copies of the book.
The Concept: People just want a lot of things and love to talk about them. And to bring about a connect with HomeShop 18, the number 18 was added to the hashtag.
In less than 15 minutes, the hashtag ‘#18ThingsIWant’ had begun to trend. There were no @mentions throughout this campaign. Conversations revolved around websites, shopping, mobiles, romance amongst others. Other brands cashed in on the hashtag too.
- Trended in all the cities, India and worldwide
- Cumulative reach of over 1.6 million
- Over 1.3 million mentions
- Over 3 lakh RTs
Creating a buzz on Twitter by getting to trend an interesting generic hashtag seems to the chosen path these days. Brands either trend to launch a new product, book or store or just trend needlessly just to be the news of the day. However, #18ThingsIWant is a cleverly crafted hashtag to promote the book as well as bring about the brand connect.
I say this specifically in the age when we have lame trends like ‘#ReplaceMovieTitleWith__” that instead of adding value to the brand, only make a mockery of it. Yesterday we saw yet another example of a classic case – #ReplaceMovieTitleWithMaruti. Although the hashtag was trending, one cannot see any immediate relation between the automobile brand and movies, nor imagine what Maruti was trying to say.
In comparison, #18ThingsIWant is relevant, relatable to the general public and bang on catchy! Not only did it achieve instant stardom in India and worldwide and help publicise the book, the hashtag also helped track all that people wanted.
During the same time, Central was promoting its Happiness Sale for men using the hashtag ‘#WhatMenWant’. Again, due to its sheer power to connect with the Twitter folks, it was able to create the required buzz for the sale. Notice how this hashtag is trending higher than #18ThingsIWant.
I believe hashtags of the future can have a broader reach like ‘#18ThingsIWant’ or ‘#WhatMenWant’ if only they gel with regular conversations around Twitter and spread the brand message in a subtle way, rather than shout out from the rooftops.
What do you think about ‘#18ThingsIWant’? Did it achieve what it set out to do?